Holiday Sales Strategies for Small Med Spas and Aesthetic Businesses

October just ended and Christmas/holiday stuff is already in the stores – yikes! November and December are big sales months in aesthetics.  People want to look good for all the holiday events (and pictures!) so most aesthetic professionals are getting busy right about now. 

While November’s focus for most clients is about themselves, December’s focus expands to include gift purchasing.  Consider implementing these 4 practical tips to make the most of the holiday season while serving your clients, not just selling to them.

Tip 1 – November's theme is "It's all about me!"

Getting ready and looking good for family gatherings, parties and pictures is a focus for many people in November before the urge (and urgency) to buy things for other people takes over in December.

• At appointments this month, ask them if they want to book for their next treatment before the holidays get too close and hectic

• Reach out to clients you see regularly to get them on the books before their holiday celebrations. (You can reach out with an email blast or a social post inviting people to book with you before all those parties and events.)

• Ask them if they need to purchase extra product if they will not seeing you in December.

Tip 2 – Black Friday is a Hot Mess. 

I recommend you skip the short-lived, date-sensitive sales for two reasons. First, people are often focused on the killer deals on big stuff (like electronics) and will pass over your sale.  Second, I think it is a disservice to your experience and expertise to offer deep discounts on services that are fairly priced already.

Ultimately it’s up to you, but I suggest you have a nice deal or two or three (no more than three - it gets too overwhelming) at different price points that are available all through November and December, and that you promote them to the clients you see, your email list, your social followers, etc. 

Tip 3 – Help them give experiences, not things. 

You do amazing work and your clients know it.  It’s likely they want to share their experiences with a friend or family member, but gift cards can come across as impersonal. 

• Why not create a special “Gift Service” for your clients to purchase?  If you have something or a few services that are popular and anyone can enjoy, like a pumpkin latte facial, a small package of laser hair reduction treatments (good for most people, and even 1-3 treatments gets a good reduction usually), or a beauty consultation, you could potentially get your business in front of some new people, while providing a unique, high quality gift for your clients to give their loved ones. 

• Also consider selling the service at a price that includes the tip (and say that on your gift certificate) for an all-inclusive gift.

Tip 4 – Help give them ideas. 

Sometimes we have no idea what gifts to give people.  You can help your clients by mentioning you have gift certificates available if they have any friends or family members that already have things, but could use a break from the everyday hustle. “It was great seeing you today.  Just so you know, if you have any friends you don’t know what to give for the holidays, I have gift certificates available for 3 services that are really relaxing that everyone loves. Just let me know.  Happy holidays!”

I hope these tips help you this holiday season! While November and December are busy months for business, if you know or think business will slow down after the new year arrives, check out my post on Preparing for the January Lag.

Happy Holidays to you all!